بررسی تأثیر استراتژی‌های بازاریابی رابطه‌مند بر رضایت‌مندی مشتریان و وفاداری مشتریان بانک انصار

محورهای موضوعی : پژوهش های مدیریت راهبردی

حسین وظیفه دوست ¹ (استاد مدیریت، دانشگاه آزاد اسلامی واحد علوم و تحقیقات تهران)
حسین بوداقی خواجه نوبر ² (استادیار مدیریت، دانشگاه آزاد اسلامی واحد تبریز)
مریم عبدلی ³ (دانشجوی دکتری مدیریت بازرگانی- بازاریابی، پردیس بین‌المللی واحد تبریز)

تاریخ دریافت : 1396/02/11 تاریخ پذیرش : 1396/08/20 تاریخ انتشار : 1396/09/01

کلید واژه: وفاداری مشتریان, استراتژی‌های بازاریابی رابطه‌مند, رضایت‌مندی مشتریان,

چکیده مقاله :

امروزه شرکت‌هایی با عملکرد برتر در صنایع مختلف در حال حرکت به سمت حفظ مشتریان و جلب وفاداری آن ها هستند، زیرا دریافته اند جذب یک مشتری جدید بسیار پرهزینه است و برای حفظ جایگاه خود در فضای به شدت رقابتی امروزه نیازمند مشتریان وفادار می باشند. پس شناسایی عوامل اثرگذار بر وفاداری مشتریان بسیار مهم است. بنابراین پژوهش حاضر به بررسی تأثیر استراتژی‌های بازاریابی رابطه مند بر رضایت مندی مشتریان و وفاداری مشتریان بانک انصار می پردازد. این مطالعه با استفاده از طرح پژوهش از نوع توصیفی‌- همبستگی انجام شد. بدین منظور مشتریان بانک انصار در کلان شهر تبریز به عنوان جامعه آماری محسوب شده و با استفاده از پرسشنامه برای گردآوری دیدگاه های مشتریان استفاده شد. پایایی همه متغیر در دامنه قابل قبول قرار دارند. برای آزمون مدل از روش کمترین مربعات جزیی و نرم افزار اسمارت پی. ال. اس استفاده شد. نتایج نشان داد که واریانس تبیین شده رضایت‌مندی مشتریان توسط ابعاد استراتژی های بازاریابی رابطه‌مند 94 درصد است و توسعه ارتباطات با ضریب مسیر 0.596 و مدیریت تعارض با ضریب مسیر 0/580 دارای بیشترین تأثیر از بین ابعاد استراتژی های بازاریابی رابطه مند را دارد. بنابراین، سازمانها ملزم هستند تا فراتر از نیازهای اولیه ی مشتریان رفته، انتظارات مشتریان را تامین و کانون توجه خود را از ارضای صرف مشتری به ایجاد وفاداری و اعتماد از طریق ایجاد ارتباطی بلند مدت، دو جانبه و سود آور برای هر دو طرف معطوف نمایند.

چکیده انگلیسی:

Nowadays companies with superior performance in various industries are moving towards retaining customers and building customer loyalty. In fact, they have found that attracting a new customer can be very costly and that today they need loyal customers in order to be able to maintain their positions in a highly competitive environment. Thus, the identification of factors affecting customer loyalty is a matter of prime importance. Therefore, the present study investigates the impact of relationship marketing (RM) strategies on customer satisfaction and customer loyalty of Ansar Bank clients. This study was conducted by implementing a descriptive, correlational research design. For this purpose, Ansar Bank clients in Tabriz Metropolis were considered as the population, and the questionnaire was used to collect customer feedback. The reliability of all variables was within acceptable range. Furthermore, the model was tested using the Partial Least Squares (PLS) method supported by PLS-Graph software. The results indicated that the explained variance of customer satisfaction by the major dimensions of relationship marketing (RM) strategies is 94%; and that “communication development” with a path coefficient of 0.596 and “conflict management” with a path coefficient of 0.580 have the greatest impact among the major dimensions of relationship marketing (RM) strategies. Therefore, organizations are required to go beyond fulfilling customers’ basic needs, meet customer expectations and redirect their attention from merely providing customer satisfaction to building loyalty and trust by establishing long-term, bilateral communication that can be profitable for both sides.

منابع و مأخذ:

مهرانی، هرمز، یوسفی، مینا، کشاورزی، شهرام (1391). بررسی اثر تصویر ذهنی از شبکه بانک بر فرایند کیفیت- رضایتمندی-وفاداری مشتریان در شعب بانک کارآفرین استان‌های مازندران و گلستان، مجله مدیریت بازاریابی، (17)7 ،115-134.

Aaker, D & Jacobson, R (1994). The financial information content of perceived quality. Journal of Marketing Research, Vol.31,35-49.

Aisyah Salim, Nasyiatul (2011). The evaluation of relationship marketing of skin care service at PKU Muhammadiyah Yogyakatta Hospital, Gadjah Mada University.
Anderson, E.W & Fornell, C (2000). Foundations of the American Customer Satisfaction Index, Total Qual. Manage, 11. (7), 869–882. 
Anderson, J. C & Gerbing, D. W (1988). Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach, Psychological bulletin, 103(3), 411-423.
Anderson, R. E & Srinivasan, S. S (2003). E-Satisfaction and e-Loyalty: A contingency framework. Psychology & Marketing, 20(2), 123-138.
 Balabanis, G, Reynold, N & Simintiras, A (2006). Bases of e-store loyalty: Perceived switching barriers and satisfaction, Journal of Business Research 59.
Banasiewicz, Andrew (2005). Loyalty Program Planning and Analytics", Journal of Consumer Marketing, 22. (6), 332-339.
Berry, L. L & Parasuraman, A (1991), Marketing Service: Competing through Quality, New York: The free press.
10. Chiu, Shao-I, Ching-Chan, Ch, Tieh-Min, Yen & Hsiu-Yuan, Hu (2011). Preliminary  research on customer satisfaction models in Taiwan: A case study from the automobile industry, “Expert Systems with Applications”, 9780-9787.
11.  Clogate, Mark R & Peter, J. D (2000). implementing a Customer relationship strategy: the asymmetric impact of poor versus excellent execution, journal of the academy of marketing science, 28(3), 375-87.
12.  Clogate, Mark R & Peter, J. D (2000). implementing a customer relationship strategy: the asymmetric impact of poor versus excellent execution, Journal of the Academy of Marketing Science, 28(3), 375-387.
13.  Crosby, L. A, Evans, K. R & Cowles, D (1990). relationship quality in services selling L an interpersonal influence perspective, journal of marketing, 54(3),68-81.
14.  Dawes Farquhar, J & Panther, Tracy )2008). Acquiring and retaining customers in UK banks: An exploratory study, Journal of Retailing and Consumer Services, 15.
15.  Dick, A. S & Kunal, B (1994). Customer loyalty: Toward an integrated conceptual framework, Journal of the academy of marketing science,22(Spring), 99-113.
16.  Dick, Alan S & Kunal, B (1994). Customer loyalty: Toward an integrated conceptual framework, Journal of the academy of marketing science, 22(Spring), 99-113.
17.  Duffy, D. L (1998). Customer Loyalty Strategies, Journal of Consumer Marketing, 15. (15), 435-448.
18.  Egblopeali, A. Y & Aimin, W (2011). Reoseurly on Effects of Corporate Image, Customer Satisfaction and Switching Cost on Customer Loyalty in Togolese Telecommunication Companies, Proceedings of the 7th International Conference on Innovation & Management.
19.  Faghihi, A, morning Sufi, J (2008). Pluralism of research methods in organizational research. Journal of Management Studies, Faculty of Allameh University billing. 21 - 22.
20.  Flint. D (2011). Customer value anticipation, customer satisfaction and loyalty: An empirical examination, Industrial Marketing Management, 40, 219–230.
21.  Griffin, M. L & Hepburn, J. R (2005). Side-bets and reciprocity as determinants of organizational commitment among correctional officers. Journal of Criminal Justice, 33(6), 611-625.
22.  Hallowell, R (1996). The relationship of customer satisfaction, customer loyalty and profitability: an empirical study “International Journal of Service Industry Management, 7, 27-42
23.  Halstead M. J (1999). Teaching about homosexuality: a response to John Beck; Cambridge Journal of education, 29 (1), 131-136.
24.  Hsieh, Y & Hiang, S (2004). A study of the impact of service quality on relationship quality in search-experience-credence service, total Quality Management, 15(1), 43-58.
25.  Ishaq, I. M (2012). Perceived value, service quality, corporate image and customer loyalty: Empirical assessment from Pakistan. Serbian Journal of Management, 7(1), 25-36. 
26.  Kalwani, M. U & Narakesari, N (1995). Long-term manufacturer-supplier relationship: do they pay off for supplier firms? journal of marketing, 59 (january), 1-16.
27.  Kim, W. G & Cha, Y (2002). Antecedents and consequences of Relationship Quality in Hotel Industry, Hospitability Management, 21, 321-338.
28.  Kuo, Y-F, Wu, C-M & Deng, W-J (2009). The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services, Computers in Human Behavior, 25 887–896.
29.  Lattimore, k (2011). the antecedents of relationship quality in Canada and united states, journal of service marketing, 12 (13), 177-194.
30.  Lattimore, K (2011). the antecedents of relationship quality in Canada and United States, Journal of service marketing, 12(13), 177-194.
31.  Lavlak, Ch & Wright, McL (2002). Principles of marketing and service. Translation Tajzadeh A. Namin. Publications of Islamic Culture and Guidance Ministry.
32.  Ndubisi, N. O (2007). Relationship Marketing and Customer Loyalty, Marketing Intelligence and Planning, 25(1), 98-106.
33.  Palmatier, R. W (2009). Relationship marketing, Cambridge, Massachusetts: marketing science institute.
34.  Parasuraman, A, Zeithaml, V. A & Berry, L. L (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
35. Paulin, M, Ferguson, R. J & Bergeron, J (2006). Service climate and organizational commitment: The importance of customer linkages Journal of Business Research, Vol 59, 906-915.
36. Reichheld, F. F, Markey, R & Hopton, Ch (2000). E-customer loyalty: applying the traditional rules of business for online success. European Business Journal. Whurr Publishers Ltd. HighBeam Research. 14 Apr.
37. Richards, K.A & Jones, E (2008). Customer Relationship Management: Finding Value Drivers. Industrial Marketing Management 6, (37), 120–130.
38. Sahoo, Debajani, Hvias, preeta (2007). Loyalty Programmer Applications in Indian. Journal of Service Industry. W.P. July, No.2007-07-11.
39. Shammout, A. B (2007). Evaluating an Extended Relationship Marketing Model for Arab Guests Of five-star Hotels, A Thesis Submitted for the degree of Doctor of Philosophy, Victoria University, and Melbourne.
40. Shoemakers & Hewis, R.C (1999). Customer loyalty: the future of hospitality       marketing. Hospitality management, (4)18, 345- 370.
41. Wang, H (2008). Global brand equity model: combining customer-based with product-market outcome approaches, journal of product and brand management, 17(5), 305-316.
42. Wang, Y, Lo, H. P & Yang, Y (2004). An integrated framework for service quality, customer value, satisfaction: Evidence from China's telecommunication industry. Information Systems Frontiers, 6(4), 325-340.
43. Wieringa, J.E & Verhoef, P.C (2007). Understanding customer switching behavior in a liberalizing service market, Journal of Service Research, 10(2) 174-86.
44. Wong, A & Sohal, A (2007). Customer-Salesperson Relationship: The Effect of trust and Commitment on Relationship quality, Working paper faculty of Business and Economics, Monash University.
45. Yang, L & Capel, J (2011). The antecedents of relationship quality in Malaysia and new Zealand, Journal of Economic Psychology, 10, 363-389.